“The way that he knew he a had a good talent: if a guy came in for the interview and after he left the office, he felt like he had been entertained.” – Rick Scott

There have been a few names that have been uttered more than a single time in this podcast’s short history. Rick Scott is one of those names. He’s, arguably, the guy in the country who has touched the most different radio stations, networks, program directors and hosts in the entire country.

Rick is the President/CEO of Rick Scott & Associates–a sports radio programming and marketing consultation firm that has helped hundreds of stations and hosts improve their sound and image over the years. He stops by to talk about how this business came about, the future of the radio medium, what he calls the mistakes program directors are making these days and much more.

Check out more of the show notes below to get a feel for what you will hear in this edition of The PASR. I hope you enjoy and, as always, leave a comment to get out anything that this podcast had you thinking along the way.

INSIDE THIS EPISODE…

Rick on how he got the bug for radio. [3:49]

Rick talks about the first station he ever flipped to the sports format. [4:43]

Rick compares the early days of the sports radio format to now. [6:59]

Rick talks about how sports radio consulting became a business for him. [8:45]

Rick on the most common mistakes program directors are making. [11:10]

Rick on the most common opportunity hosts are missing. [12:57]

Rick on the common denominator in all ‘great’ hosts. [13:38]

Rick on the ‘perfect host.’ [14:50]

Rick on what program directors look for in out-of-market talent. [17:43]

Rick talks about what makes a guest air-worthy. [19:46]

Rick talks about the characteristics of those few markets that are most different from the rest. [21:09]

LINKS AND RESOURCES MENTIONED IN THIS EPISODE…

FROM THE GUEST

Email Rick at rscott(at)sportsradio.com.

FROM ZACH

Audible: I know you love audio. So I teamed up with Audible and if you haven’t already, you can grab an awesome audiobook from their enormous library of over 180,000 titles for FREE. Go to aboutsportsradio.com/audible.**

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This is a bigger issue with older (heritage’d) sports radio hosts….but adapting to social media. And this issue is two-fold.

#1 – Your program is now a 24/7 program
Talent need to realize that IF you are on social media, the on-air light is always on. Be respectful, test theories, converse, and give your audience an emotional attachment to you when you’re NOT on the radio.

If you’re not on social media or refuse to try……you will fade quicker than my hairline.

#2 – NO ONE CALLS ANYMORE!!!
As much as the phone is signature way to connect with people, when’s the last time you CALLED someone to give them your opinion on something. TEXT/TWEET/FB/live chats, etc…….you need to realize that there are MUCH more ways to communicate now because of it’s simplicity and ability to mask who the person really is. That is more welcoming to the listener to participate. Hosts who still plug phone numbers and nothing else…..ARGH!!!!!

http://collegebasketballtalk.com Zach McCrite

John,
It’s wild man. Some markets, not just heritage stations, are able to just do “open phones” and go. For instance, I feel like there are a lot of markets in the northeast that aren’t WFAN or WEEI, etc. that are still very successful just opening up the phone lines. Could it be heritage + “some” locations that can get away with calls nonstop?

This doesn’t mean I’m against the opening of the phones 100%. Phones, when used properly, can be a wonderful thing.

Social media… I’m all in, buddy. On top of being on-air all the time, I think it’s your best “sandbox” for trying out potential topics that you might use on air. If you get a lot of feedback on a certain opinion you float out there, perhaps it’s air-worthy. I’ve filled a lot of my best segments (at least what I thought were my best) this way.

Robert Layton

The host has to adapt to social media, take calls, and be well prepared.

http://collegebasketballtalk.com Zach McCrite

Robert… what is the mistake you hear the most?

Robert Layton

No being prepared for breaking news.

Curtis Burch

Great edition! (I am going backwards through these since I recently found it)
Mr. Scott touched on it bad guests make me turn off shows I like quicker than anything else.

http://collegebasketballtalk.com Zach McCrite

Good call Curtis. For me, that’s one of the turnoffs too. This is not meant to sound conceited or anything, but while I like a great guest, I find myself turning down ideas pitched to me about guests more often than not anymore… I get pickier with age, I guess.